Effective date: July, 2026
We, at BFTV, Inc., doing business as “BabyFirstTV” (“Company” “we“, “our” or “us“) have developed and operate the “First” mobile app and web-app of the beloved TV channel for kids and their families, which offers “Baby First TV” view videos, songs, games and books, made by First & BabyFirst in a wide range of topics suitable for babies and toddlers (the “App”, or the “Service“). The App is directed to parents and their babies and toddlers.
Through the App and our website, we process certain personal information as described in greater detail in this Privacy Policy (the “Policy”). This Policy also applies to information collected in connection with subscriptions purchased through our website or third-party application marketplaces and television platforms, where applicable.
We, BFTV, Inc., can be reached at the following address: 10824 Burbank Blvd, North Hollywood, CA 91601. You may contact us at app-support@first.media or by phone at 310-442-9853.
We collect the following categories of information from children while they use the App:
We use the above information to operate and maintain the App and provide its features and functionalities. It also helps us to understand how users use the App and to consider and plan future updates to the App and our other services.
The App DOES NOT enable the child to make their personal information publicly available.
We collect personal information from parents:
We collect the following categories of information from the parent:
We use the above information to:
If we are required to disclose the user’s information by a judicial, governmental, or regulatory authority, we will do so in accordance with our legal obligations.
If the operation of the Company is organized within a different framework, or through another legal structure or entity (such as due to a merger or acquisition), we will share the user’s information with the entities relevant to the reorganization, provided that those entities agree to be bound by this Policy.
We may use service providers that help us measure the effectiveness of our advertising campaigns and understand how parents discover our Service. These providers may process limited information collected through our website, solely for the purpose of measuring campaign performance, attribution of subscriptions, fraud prevention, and improving our marketing activities.
We do not use information collected from children’s use of the App for behavioral advertising or cross-context behavioral advertising
All of the above disclosures are integral to the App.
We do not sell personal information to third parties for marketing purposes.
We do not retain any record of personal information about any specific child user. It is therefore not possible to review the personal information we collected from your child or to ask that it be deleted. You may, however, ask for a general description of the specific types or categories of personal information we collected from your child.
You may refuse to permit further collection or use of the child’s information. If you exercise this right, you may no longer use the Service.
To exercise these rights, please contact us at app-support@first.media.
The following are operators who help us in the internal operation of the App and in doing so collect or maintain personal information as agents for us:
If you have any inquiries concerning the operators’ data practices please contact us at app-support@first.media.
Our website may use cookies, pixels, SDKs and similar technologies to understand how parents interact with our website, measure the effectiveness of advertising campaigns, improve our website, prevent fraud, and optimize our marketing activities. These technologies are not used to collect personal information from children’s use of the App. Separately, as described above under “Operators collecting or maintaining personal information from children through the App,” certain operators provide SDKs embedded within the App itself (for example, to measure app installs and attribute subscription purchases). These in-App SDKs are configured in accordance with applicable children’s privacy requirements and do not use persistent device identifiers to build advertising profiles of, or serve targeted advertising to, children.
We do not retain your child’s personal information. As soon as we collect the information while your child uses the App, we transform it into aggregated information that is no longer linked or linkable to your child.
Any advertising measurement, campaign attribution or marketing analytics performed by the Company relates solely to parents’ interactions with our website or subscription purchase process, and never to children’s activity within the App. To the extent any attribution measurement is performed within the App itself, it is limited to detecting app installs and subscription purchases, using methods that do not identify or single out any specific child.
We use various security measure to safeguard against unauthorized access and use of data. All data transmitted between the App and our servers is encrypted using TLS. We store the personal information encrypted and under strict access controls. If we create or receive information that has been de-identified or aggregated, we will maintain and use that information only in de-identified or aggregated form and will not attempt to re-identify it, except as required by law.
If we make significant changes to this privacy policy, we will make an effort to proactively notify you about it with the help of the Developer that has your contact information.
We provide the following disclosures pursuant to state privacy laws, regarding the personal information we collect from the parent.
We do not sell your personal information and have not done so in the past 12 months. We do not share your personal information for cross-context behavioral advertising. We also do not use sensitive personal information other than for purposes permitted by privacy laws. As used in this section, “sell” and “share” have the meanings given to them under the CCPA. We do not knowingly sell or share the personal information of consumers we know to be under 16 years of age.
Below are the categories of personal information we have collected over the past 12 months, and the business purposes for its collection.
| Categories of personal information | Specific types of personal information collected | Specific business or commercial purpose for collecting personal information from consumers |
|---|---|---|
| Identifiers | Email address and chosen password. This is your account login and it is considered sensitive information. | Business development Administering the business relationship with users Facilitating the provision of the Service and support for the Service Responding to, handling, and mitigating suspected violations of law in connection with our business. Measuring advertising effectiveness Marketing analytics Campaign attribution Fraud prevention relating to subscription purchases |
| Other information that identifies, relates to, describes, or is capable of being associated with, the individual | Past communications with you and content of your inquiry. | |
| Commercial information, including records of personal property, products or services purchased, obtained, or considered, or other purchasing or consuming histories or tendencies | Subscriptions purchased |
The chart below explains the personal information we disclosed for a business purpose to third parties in the preceding 12 months.
| Categories of personal information | Categories of third parties to whom we disclose your information and the specific business or commercial purpose for the disclosure |
|---|---|
| Identifiers | With outside legal counsel and authorities, for the purpose of responding to, handling, and mitigating suspected violations of law in connection with our business. With third parties to whom a law or binding order requires us to disclose your information. Our purpose in doing so is complying with our obligations under the law or the binding order. With the target entity of our merger, acquisition, or reorganization, and legal counsel and advisors, for the purpose of facilitating the structural change in the operation of our business within a different framework, or through another legal structure or entity (such as due to a merger or acquisition). |
| Other information that identifies, relates to, describes, or is capable of being associated with, the individual | |
| Commercial information, including records of personal property, products or services purchased, obtained, or considered, or other purchasing or consuming histories or tendencies |
If you are a resident of Colorado, Connecticut, Virginia, or another U.S. state that has adopted a comprehensive consumer privacy law, you have similar rights to those described above for California residents, including the right to know, access, correct, and delete your personal information, the right to opt out of the sale of personal information and of targeted advertising, and the right to appeal a denial of your request. We do not sell your personal information or use it for targeted advertising. To exercise these rights, please contact us at app-support@first.media. We will respond within the time period required by the applicable state law.
You have the right to know the following:
Subject to certain exceptions set forth below, upon receipt of a verifiable request from you, we will:
Please note that we may not delete your personal information if it is necessary to:
Or
We will also deny your request to delete if it proves impossible or involves disproportionate effort, or if another exception to the law applies. We will provide you with a detailed explanation that includes enough facts to give you a meaningful understanding as to why we cannot comply with the request to delete your information.
If we receive a verifiable request from you to correct your information and we determine the accuracy of the corrected information you provide, we will correct inaccurate personal information that we maintain about you.
In determining the accuracy of the personal information that is the subject of your request to correct, we will consider the totality of the circumstances relating to the contested personal information.
We may also require that you provide documentation if we believe it is necessary to rebut our own documentation that the personal information is accurate.
We may deny your request to correct in the following cases:
We will provide you with a detailed explanation that includes enough facts to give you a meaningful understanding as to why we cannot comply with the request to correct your information.
You have the right to not be discriminated against by us because you exercised any of your rights under applicable laws. If you exercise your rights, we cannot:
Please note that we may charge a different fee or provide a different level or quality of services if the difference is reasonably related to the value we gain from your personal information.
If you would like to exercise any of your rights as described in this Policy, please contact us by email at app-support@first.media.
We will ask you for additional information to confirm your identity and for security purposes before disclosing the personal data requested to you, by using a two- or three-point data verification process, depending on the type of information you require and the nature of your request.
You may also designate an authorized agent to make a request on your behalf. To do so, you need to provide the authorized agent with written permission, and the agent will need to submit to us proof that they have been authorized by you. We will also require that you verify your own identity, as explained below.
We will respond to your requests within 45 days (or within 90 days, where the law permits and we determine it necessary considering the complexity and number of the requests you have filed). If we take longer than 45 days, we will inform you of the extension within the initial 45-day response period, together with the reason for the extension.
We may deny your request in the following cases:
We will provide you with a detailed explanation, including sufficient facts, to enable you to meaningfully understand why we cannot fulfill your request.
You may appeal our decision to deny your request by sending us an email at app-support@first.media.
We do not currently respond to or take any action with respect to web browser “do not track” signals. We do allow third parties who provide us with analytics tools to collect personal data about a user’s online activities when a user uses the Website. To the extent required by applicable law, we honor the Global Privacy Control (“GPC”) signal as a valid request to opt out of the sale or sharing of personal information from the browser or device sending the signal.
California Civil Code Section 1798.83 (and other similar state statutes) permits our customers who are California residents (or residents of states with similar legislation) to request certain information regarding our disclosure of Personal Data to third parties for their direct marketing purposes. To make such a request, please send an email to app-support@first.media. Please note that we are only required to respond to one request per customer each year.
The App is available through app stores worldwide, and the Service may be used by parents and children located outside the United States. Regardless of where you are located, we apply the practices described in this Policy, including our COPPA-based commitment not to retain or link personal information collected from children’s use of the App. If you are located in the European Economic Area, the United Kingdom, or Switzerland, you may have additional rights under applicable data protection law (such as the GDPR or UK GDPR), including the right to access, correct, delete, or port your personal information, to object to or restrict certain processing, and to lodge a complaint with your local data protection authority. To exercise these rights or to ask any questions about how your information is processed, please contact us at app-support@first.media.